I was online window-shopping recently, and was numbed by the number of products available — every kind of product in every category imaginable: Many products were familiar to me as were the brand names and companies behind these goods. Most products came in an assortment of colors, sizes, and configurations. There were many other products whose utility, intent, or manufacturer I wasn’t quite sure of. Many of these, too, came in various colors, sizes, and configurations.
Now I’m not a big shopper. I probably need to get into stores more or online more and look at what’s available. Nonetheless, I was still struck by how much stuff there is to buy. Every time I see a new big box store being constructed (minutes within two or three or five other big box stores), I think the same thing.
According to the U.S. Patent and Trademark Office (USPTO), in 2010 there were 244,341 total patent grants — an increase of 39% from 2000 and an increase of 147% since 1990. And that occurred despite the USPTO being a little stingier in granting patents, as applications over those same periods rose by 65% and 195%, respectively. So more product ideas are entering new-product pipelines and eventually getting produced and shipped to stores.
But, still, who’s buying all this stuff? There aren’t dramatically more people in the United Sates; population rose by about 10% and 24%, respectively, during those periods. And household incomes have been relatively flat. And prices have been rising – since 1955 the consumer price index has fallen only once (in 2009). Consumers have less money to spend today for more products.
That leaves me feeling guilty. I clearly have not been doing my part as a consumer, leaving the spending burden to others. So what stuff should I buy?
by George Taninecz, VP of Research, The MPI Group